Neutrogena Promo, Case study BRAVE WAVE by OMD FUSE, OMD Sydney

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Industry Skin Care
Media Promo & PR, Case study
Market Australia
Agency OMD Sydney
Director Alistair Henderson
Released February 2009

Credits & Description

Category: Best Use of Branded Content
Agency: OMD FUSE
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: OMD FUSE, Pyrmont, AUSTRALIA
Account Director: Iain McCrea (OMD)
Communications Director: Kate Sutton (OMD Fuse)
Digital Strategist: Antonia Howe (OMD Digital)
Sponsorship & Communications Director: Joanne Liddel (OMD Fuse)
Digital Manager: Roisin Durham (OMD Digital)
Print / OOH Trader: Troy Campbell (OMD Trading)
Business Director: Dan MacKinder (OMD)
Director: Alistair Henderson (OMD)
Media placement: Digital Seeding - Bebo - 01/03/2009
Media placement: TV Brand Campaign - FTA / RTV / STV (National Campaign) - 15/03/2009
Media placement: Magazines - Girlfriend / Famous/ Cosmo / Cleo / Dolly - 15/03/2009
Media placement: Digital - Multi Network Buy Inc. Mag Digital Counterparts - 15/03/2009
Media placement: Digital OOH Panels - 5 Cap Cities - 29/03/2009
Media placement: Experiential - Bondi, Liverpool, Parramatta & Southland - 15/03/2009

Results and Effectiveness
The Brave Wave competition generated more entries than any in Bebo’s Australian history. Audiences’ attention held for more than 7 months in total, our mini-series generated more than 2.5 million views (over 671 hours) .We reached more than 55% of all girls aged 13-24 at the beginning of our campaign, which had risen to 97% through the digital platform alone by the end of our activity. Business targets were smashed. The brand leapfrogged their two nearest competitors, taking the #1 spot in the cleansing category with an incredible 29.7% market share, which included a 6.5% incremental category growth.

Creative Execution
We negotiated a deal with Bebo and Girlfriend magazine. Girlfriends beauty editor recruited young girls to be the first in Australia to trial the Wave, generating masses of testimonials on a dedicated digital hub. When the time came to launch, our exclusive Sarah Tarca page transformed into the Neutrogena Wave page, migrating all her fans with it and ensuring a new burst of interest around the product. TV & OOH ran simultaneously ensuring product recognition onscreen and also in malls where girls could get a live demonstration of the product. We created a unique promotion to engage the girls and showcase the unique 10 times deeper promise of the product resulting in the Brave Wave of Fresh Faces mini-series. This followed the 10 girls in a dream Byron get-away, competing in a succession of confidence challenges, all of which were streamed online to the Bebo audience.

Insights, Strategy & the Idea
In this age of dense advertising clutter and unrivalled multi-media choice, holding onto the attention of teenage girls is more difficult than ever before. This was the challenge facing Neutrogena when it launched the Wave Power Cleanser in March 2009. Not only was the business expectation for this launch to double its cleansing business by growing the category incrementally but it also had to clearly convey the unique power of this gadget (10 x Deeper Clean) without being ‘over-clinical’. Insights: 1. Ambassadors that these girls respect create desire, and 2. Perceived scarcity amplifies desire no end. We knew that if we were to stand out we had to bring our target audience to us using these insights. The opportunity to star in their own mini-series was how we intended to get these girls to embrace the brand and so the “Brave Wave of Fresh Faces” was born.